Article

Marconi snags first U.S. customer for award-winning Web phone

Imagine: A product is shown for the first time at a tradeshow in April, and receives a major contract from that exposure by June. That's the scenario enjoyed by London-based Marconi Corp., as it announced its first U.S. deployment of the Neptune 800 Web phone.

June 30, 2003

Imagine: A product is shown for the first time at a tradeshow in April, and receives a major contract from that exposure by June. That's the scenario enjoyed by London-based Marconi Corp., as it announced its first U.S. deployment of the Neptune 800 Web phone.

Marconi will supply 100 Web phones to TCC Teleplex for deployment around New York City by October 2003. The companies would not discuss the value of the contract. "It's a hugely strategic U.S. win," said Andy Wood, vice president of business development for Marconi. "Now we have a presence on which to build."

Dennis Novick, principal of TCC Teleplex, said, "We are excited to work with Marconi. The name speaks for itself, even in the United States."

Novick said that while the telecom industry has evolved greatly, payphone terminals haven't changed in decades. "We've observed what Marconi has done in the U.K. We admire the hardware, software, modularity and quality of the backend systems."

Marconi Neptune 800 Web Phone

Importance of first impressions

The U.S. market got its first glimpse of the Neptune line this past April at KioskCom. By the end of the show, Marconi was walking away with three coveted Interactive Kiosk Excellence Awards: the "best public communications kiosk application," and the "most innovative/creative kiosk enclosure design" for the Neptune 800, and a runner-up award in the enclosure category for the indoor-based Neptune 1000. Marconi also showed off the products at Supercomm last month. See related story, "Marconi, Apunix, KIS win big at award show."

"Our market research had shown us that the U.S. market was somewhere we should be," said Wood. "The KioskCom awards have given us tremendous results. There is a lot of awareness now." This KioskCom also marked the first time Marconi had a presence as an exhibitor.

Lawrence Dvorchik, executive director of KioskCom LLC and the Interactive Kiosk Excellence Awards, said, "I need to hear what has been successful, as well as what hasn't worked, in order to make KioskCom beneficial for everyone each year. It's nice to hear that KioskCom was worth Marconi's time, effort and investment."

He said that it is important exhibitors come away from the show with quality leads. "Our success depends on it." Dvorchik also noted that the kiosk awards are among the highest honors in the industry.

The Neptune 800 was awarded for its U.K.-wide network of Web phones and interactive kiosks in partnership with British Telecom. The U.K. deployment remains the largest of its kind in the world, according to Wood. TCC Teleplex deployment in New York will draw on Marconi's growing Web-phone experience, now having also deployed a network in Spain on behalf of Telefonica. See related story, "Marconi breaks into interactive payphone market in Spain."

The Neptune 800 accepts cash and card payments and is designed ergonomically with a touchscreen and full keyboard, tracker ball and "click" button with intuitive user interfaces. Wood would not disclose prices.

Wood said the main competitor for the Neptune Web phone is an NCR model used by AT&T.

He said the Neptune family is unique because it has been proven by 1,500 units being deployed in the United Kingdom. He also cited the upgrade path for additional services. British Telecom, for instance, is in trials involving video over the phone via a "simple" hard and software upgrade.

Takin' it to the streets

Novick pointed out future possibilities for the phones. "The Republican National Convention is coming to Madison Square Garden next year. Plus, our city has 34 million visitors annually, and 8 million residents."

TCC customers will now have access to voice, e-mail and Internet services throughout the city, including public information and tourist advice," he added.

TCC Teleplex's Neptune 800 units on the streets of New York will sport free access to the nyc.gov site and city services offered online.

In February, TCC Teleplex became the first telecom provider to test outdoor Web phones, Novick said. The provider used a vendor other than Marconi.

The device provided Internet access and e-mail service at a cost of $1 for four minutes. It also doubled as a traditional pay phone.

The unit included a screen, keyboard and camera designed to be resistant to weather and vandalism. People could also use the camera to take pictures of themselves and send them via e-mail.

"Public Web phones have to be suitable for the rigors of New York city streets; that means abuse, vandalism, bitter cold and 90-degree, humid days," said Novick.

As a telephone, the unit allowed users to call anywhere in the world for $.25 cents a minute.